Teradata

CSS Versicherung

Data Analysis

One of the biggest CRM successes the company has had to date is in the area of event-driven marketing-a client-oriented marketing strategy in which every marketing effort is customized for the recipient. The system can coordinate and analyze all detailed information stored in the data warehouse for a particular client, such as claims information, prescription information and medical diagnoses.

"It allows us to define which customers we should contact. If the customer has a chronic disease or illness, for example, we would have the information to tell him that he should consider changing medications or treatments," explains Dominik Bardenhofer, head of campaign management.

The ability to analyze data at such a granular level has helped bolster the company's sales efforts. In the past, salespeople were forced to conduct cold calls to convince an existing client to make needed changes. But with event-driven marketing, "salespeople now have a reason to call the client. You've given the salesperson all the information he needs to sell the client the product he needs," Bardenhofer says. He estimates that the new system generates about 85,000 sales leads per year, 15% of which turn into actual sales. That's significant given that the industry average is 0.5%-3%.

"The biggest change, is a switch from less-effective mass campaigns to more-effective one-to-one marketing. Today, CSS Versicherung uses the client information contained in its Teradata Warehouse to mount sophisticated CRM analyses and campaigns, enabling it to reap big rewards by streamlining its marketing efforts."

Reto Dahinden, CSS Verisherung's Claims Director